XSCAPE BA’s Invade Newmarket

Gamers Engaged with Interactive Games and Free Play Card Giveaways.

XSCAPE brand ambassadors have Newmarket buzzing! Cineplex Entertainment hired integrated brand activation agency TrojanOne to develop a blitz campaign that has teens and gamers counting down to the grand opening of SilverCity Newmarket Cinemas’ XSCAPE Entertainment Centre. With the town enticed for what is to come, doors will open on Friday, June 26, 2009 at 18151 Yonge Street.

“Our mission is to connect gamers and teens with the Cineplex Entertainment brand,” said Imran Choudhry, senior manager, consumer engagement at TrojanOne. “By leveraging the activities, interests, and passions of their key market, we truly engaged consumers and have them excited for what’s to come.”

Driving an XSCAPE branded MINI Clubman, XSCAPE brand ambassadors have brought the guerilla activation to youth sporting and community events across Newmarket and surrounding communities. In addition to interactive sessions of Guitar Hero, a game that will be featured at the XSCAPE Entertainment Centre, brand ambassadors gave away play cards with values ranging from $10 to $100. They also distributed XSCAPE temporary tattoos that if worn to XSCAPE in the first two weeks would grant the wearer double credits with purchase of an XSCAPE play card.

TrojanOne’s fleet of XSCAPE brand ambassadors will be on-site on opening day to engage consumers and distribute information to movie goers about the new experience they are about to encounter.